From Warehouse to Website: How a B2B Manufacturer Added £70k in D2C Revenue in 12 Months
Sector: Manufacturing / Outdoor Home Improvement
Challenge: Failed D2C launch, zero organic traffic, no direct sales channel
Outcome: £70,000 in additional direct-to-consumer revenue within 12 months
The Situation.
This client had everything they needed to sell direct to consumers.
A quality product. An established manufacturing operation. A clear gap in the market. And a genuine desire to diversify beyond their trade and B2B accounts into a direct revenue stream — one that wasn't dependent on middlemen, margins, or the whims of wholesale buyers.
What they didn't have was a working website.
A previous agency had built one. But "built" is a generous word. It had no real structure, no search visibility, and generated no traffic. Twelve months after launch, they'd taken exactly zero direct orders. The D2C ambition — something they genuinely believed in — had been quietly shelved.
That's when they came to us.
The Conversation.
They weren't angry. But they were cautious. They'd invested time, money, and trust in a partner who hadn't delivered, and they weren't in a rush to make the same mistake twice.
What they needed wasn't promises. They needed a clear plan and someone willing to back it.
We proposed something straightforward: we'd take on the project at no upfront cost, in return for a percentage share of the D2C revenue generated. No results, no fee. We were confident enough in the approach to put our money where our mouth was.
They agreed. We got to work.
The Approach.
Starting With the Customer, Not the Product
The previous agency's mistake — common across the industry — was building a website around the product. Listing features. Writing about the manufacturer. Creating pages that answered questions nobody was actually asking.
We started somewhere different: with the customer.
Before a single page was designed, we asked the questions that actually matter. Who is buying this type of product? What are they searching for? What language do they use? What are they worried about? What does a competitor do well, and where do they fall short?
This is the foundation of growth marketing. Not guesswork. Not aesthetics. Real data about real people with real intent to buy.
Keyword Research and SEO Strategy
We conducted in-depth keyword research to understand exactly how potential customers were searching for this type of product. That meant identifying high-intent search terms — the ones where someone isn't just browsing, they're ready to buy — and building the site architecture around them.
Every page, every heading, every piece of copy was written with two audiences in mind: the human visitor and the search engine. Getting that balance right is the difference between a website that sits there and one that works.
Website Design and Build
We rebuilt the site from the ground up. The brief wasn't "make it look nice." The brief was "make it convert."
That meant clear navigation. A buying journey that removed friction at every step. Product pages that answered objections before they were raised. Trust signals — accreditations, quality cues, delivery information — placed where customers actually look for them. A checkout process that didn't lose people halfway through.
Good web design in a commercial context is invisible. When it works, the visitor doesn't notice the design — they just find themselves placing an order.
Conversion Rate Optimisation
Traffic without conversion is just noise. Throughout the build and into the live phase, we focused relentlessly on what was actually driving customers to act — and what was getting in the way.
Page layout, calls to action, product imagery, copy hierarchy — all of it tested and refined against one question: is this making it easier or harder to buy?
Content Strategy
To build sustainable organic traffic, we developed a content strategy aligned to the keyword research. This wasn't content for content's sake. Every piece was designed to attract the right visitor at the right stage of the buying journey — from someone researching their options to someone ready to place an order today.
Useful, relevant, properly optimised content is one of the most cost-effective long-term growth tools available to any business. It compounds. It keeps working while you're doing everything else.
The Results.
The site went live. Four weeks later, the first direct order came in.
By the end of month twelve:
£70,000 in new D2C revenue — from a product already in the warehouse
Consistent organic traffic from targeted, high-intent search terms
A direct sales channel the business now owns and controls
A scaleable model that can grow without proportional increases in cost
This wasn't new inventory, new products, or new markets. It was an existing product, properly positioned, properly found, and properly sold online.
What This Demonstrates.
This project brought together several of the core services we offer under the growth marketing umbrella:
SEO and organic search strategy — building visibility that lasts
Website design and build — focused on conversion, not just appearance
Customer research and messaging — understanding the buyer before touching the brief
Content strategy — creating the right content for the right audience
CRO (conversion rate optimisation) — turning visitors into customers
D2C strategy — helping B2B businesses build and own a direct channel
The revenue share model we agreed wasn't unusual for us. It reflects something we believe strongly: if a strategy is right, it should pay for itself. We don't ask clients to take all the risk.
Could This Work for Your Business?
If you have a product people want, and a website that isn't selling it — this is a solvable problem.
We work with owner-run businesses who want a digital presence that actually grows their revenue. No jargon. No compromises. Just get in touch today to find out more.
Thanks for reading,
Ollie
Sign up to my free newsletter here for more news, useful tips, insights and guidance.
